Coca-Cola Israel: "Refresh Your Sprite" With HP Indigo Technology

Executive Summary

When Coca-Cola Israel decided to run a campaign to refresh its Sprite brand and raise brand awareness, it decided to consult its customers. While consumer market research is a normal practice in brand refreshment, the Coca-Cola team took a wholly different approach: it involved its customers in the design of new Sprite cans. The campaign, which was run for four weeks, invited consumers to visit the Refresh Your Sprite website and elements included shapes, pictures, backgrounds, and visual effects. Consumers then selected the elements they wanted to use and laid them out on a shrink sleeve template that included Sprite or Diet Sprite branding, bar codes and other required information. Coca-Cola started production of consumer-designed cans of Sprite on HP Indigo press ws4500.